Say you’re a new restaurant in town—by blogging regularly about community and about your cuisine, you increase the ways you can be picked up by search engines. What’s more, as you build valuable content, you build your authority in your industry and gradually rank higher and higher online.
Why This Matters: Higher search engine rankings mean more visitors, and more visitors mean more opportunities to promote your company and what you sell.
Building authority online is more than beneficial for search engine rankings; increased authority also increases your influence with users online. Creating regular content that demonstrates expertise in your industry builds your credibility in the minds of users.
Why This Matters: People are more likely to buy from brands they trust, so when you build your ability to be trusted, you build your opportunities to make sales.
You want your audience to think you’re different from the other guys? Show them, by blogging. Regularly posting high-quality content that provides genuine value to readers establishes you as a unique player in your space. What’s more, your competitors might already be blogging, leaving you behind.
Why This Matters: Let’s start with what happens when customers don’t see your distinction—they confuse you with other companies, don’t know why to buy from you, and end up going with someone else. Communicating your brand to readers means showing them why to give their business to you instead of someone else.
The key to social media is connection, and that’s as true for blogging as it is for Facebook and Twitter. By blogging regularly, you provide one more way for readers to connect and communicate with you and your brand. They can share your content easily. They can stay up-to-date on your news.
Why This Matters: The more connected users are with your brand, the more loyal customers they become. Plus, when people are sharing your content, they’re essentially marketing for you.
5. Long-Term Results
Blogging is more than a one-time magazine ad or a two-week promotion—it’s the kind of consistent, helpful marketing that brings in new business for years to come. That’s because blogging pushes for what’s called organic growth, forged through natural relationships and increased audience trust.
Why This Matters: Long-term results mean greater sustainability. The longer you blog, the more valuable your site becomes, bringing in payoffs far into the future for quality work today.
Today’s marketing world is increasingly about inbound marketing (marketing methods that attract customers to you and your content) rather than outbound marketing (marketing that goes out to where customers are and tries to sell to them).
Why This Matters: If today’s audiences respond better to blogs than to direct mailings, why waste your time? Instead of going to more trade shows hoping to make new sales, try blogging, which brings the customers to you.
According to Forrester Research, before making their purchases today’s customers are doing more online research than ever before. Blogging influences customers—especially in terms of whether or not they’ll choose to buy.
Why This Matters: By amplifying information on your company and what you sell, your company blog could be a key factor in determining whether or not a customer chooses to purchase your product.
8. Improvement and Growth
The fact is, regularly blogging about your industry can do more than benefit your client base—it can benefit you. You might find that doing research on new topics teaches you a few things, even as you aim to teach your Web visitors. Maybe writing a post on “5 Ways to Boost Sales” helps you articulate the key areas on which you want to focus your business goals. Maybe interviewing one of your company execs reveals new ideas or strategies to implement. Whatever the case, blogging helps you stay up-to-date on your industry.
Why This Matters: Growing professionally is always a good thing, especially when it means improving the way you’re able to do business.
9. Convenient Setup
Starting a blog is not hard—in fact, the process is fairly simple to set up and manage. What’s more, whether you set it up yourself or hire the project out, it’s fairly inexpensive.
Why This Matters: If cost or lack of tech knowledge is an excuse keeping you from starting a blog, it shouldn’t be.
10. Customer Insight
Wouldn’t it be great if there were a way to tap into your customers and gain knowledge about what they like and respond to? There is, and it’s called blogging. A business blog allows customers to easily comment on your posts as well as to share your content—and simply by observing what your customers say and do, you’ll be able to learn a lot.
Why This Matters: One of the greatest keys to reaching your customers is knowing them. By observing them online and by engaging them in your content, you gain a powerful way to learn what they need.
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